Golf clinic gives women executives a tool for business

Erin Kenny of Citibank receives instruction from Lisa Fleming Edgmon, a teacher based at Shadow Hawk Golf Club in Richmond.

Erin Kenny of Citibank receives instruction from Lisa Fleming...

You don't have to sell Mary Anne Brelinksy on the benefits of playing golf. Not the health benefits, mind you, but rather the financial benefits.

Sure, golf can be costly in terms of greens fees, equipment and even time. But in the business world, the sport can prove profitable, which male executives have used to their advantage for decades. But even as more and more women are becoming CEOs and heads of large corporations, they're still lagging in the art of the deal on places like golf courses.

"Our industry is very male-oriented," said Brelinksy, senior vice president of EDF Trading North America. "When the big deals happen, it's often on the golf course. The ladies are much more likely to downplay the value of it and stay in the office. But our industry really is network-driven."

Crunching the numbers

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That's one of the reasons Brelinksy, who is an experienced golfer, spearheaded a golf clinic in early February at Redstone Golf Club targeting female executives.

Almost all of the women in the clinic had little or no golfing experience, much less conducting business on the course. The group consisted of Brelinsky's customers and other managers and executives at EDF Trading, the Houston-based North American subsidiary of EDF Europe. EDF Trading is one of the largest players in the world's energy and environmental products markets, literally making or influencing billion-dollar-plus deals.

For Brelinksy, networking with high-level executives on the golf course puts her on the same playing field as her male counterparts and, in some cases, above them. After all, it's conceivable that as a regular golfer she feels more comfortable on the course than some of her male colleagues who don't play much.

But Brelinksy is the exception. Right after the Shell Houston Open, her company plays host to the EDF "Play it Like the Pros" tournament. The event takes advantage of Redstone Tournament Course's PGA Tour conditions. The course is flawless and fast, and the bleachers are still standing.

Of last year's 100 corporate customer participants, only six were women. Brelinksy wanted that number to increase dramatically, which was one of the reasons for the women's clinic.

The clinic, which was conducted at Redstone's Dave Williams Golf Academy, not only provided instruction in all facets of the game but included comprehensive lessons on the culture of the game, which incorporates terminology and etiquette. The bottom line is that it helped the women feel comfortable on the tee.

Charlie Epps, director of golf at Redstone, has two daughters who forged their way in the world playing golf, albeit on the course playing competitively, so he gets it.

"It sent my daughters to the college of their choice," he said. "And the product we have here is exactly what (Brelinsky) envisioned."

"But just as importantly," she said, "they are encouraging leaders in the power sector to help emerging female professionals through mentorship and relationship building with other women."

Positive feedback

Brenda Crockett, vice president for market development and regulatory affairs for Champion Energy Services, was one of the few at the clinic who had extensive golf experience. But she enjoyed the refresher and learned a few things as well. She liked that several instructors were on hand to give unique perspectives. She took notes and later shared what she learned with her husband.

"I never thought I would be teaching my husband a few things about the game of golf," she said.

Brelinksy was pleased with the results and said the instructors were great at adapting their drills to each student's skill level. Many of the women asked her to make the clinic, which cost $200 per participant, an annual event.

"Redstone did a phenomenal job," Brelinksy said. "They attended to every single detail. It really pays for itself."